Outbrain Doubles Down on User Experience With New Tool to Rate Quality of Advertiser Content

By AIT News Desk On May 14, 2021

Incorporation of the new quality metric into the Outbrain algorithm will create a superior user experience and a more robust platform for advertisers and publishers

Outbrain, a world leading recommendation platform for the open web, has unveiled QualityRating, an innovative tool to ensure the best content gets into more users’ feeds.

In one of the most significant algorithm updates in the company’s history, QualityRating uses artificial intelligence and machine learning to assess every promoted ad and give it a real-time rating. Advertisers who adhere to Outbrain’s quality guidelines can expect to expand their reach with their adverts served to more user content feeds.

Today these recommendation feeds reach more than 1 billion users consuming content on the 7,000+ websites, apps and devices that Outbrain powers.

Yaron Galai, Co-CEO and Co-Founder of Outbrain, said: “Outbrain has always built our technology around the consumer. When we show content, our goal is to appeal to a diverse set of people that have a wide variety of interests. We see a huge opportunity to get more users engaged rather than just getting more engagement.

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“Media owners work hard to maintain a high standard for their own content, and by deploying QualityRating for advertisers we will ensure that we are creating the best user experience for their readers while delivering strong ROAS for advertisers.”

Outbrain will start testing QualityRating in the second half of 2021 to allow all stakeholders sufficient time to adjust to a full rollout in 2022. The implementation of QualityRating extends Outbrain’s long-standing commitment to enabling meaningful recommendations for consumers.

Andraz Tori, Head of Recommendations Technology at Outbrain, added: “We analyse more than 1 billion data events per minute so Outbrain is perfectly positioned to help out advertisers understand what consumers are looking for and help them to create experiences which achieve deeper results.

“It will allow us to surface new recommendations best suited to consumers’ preferences.”